2023 Travel Manitoba Marketing Plan
Contents About Travel Manitoba
Integrated Sales & Marketing Initiatives
Vision, Mission
4
Activities and initiatives by market
24
Targets
4
Hyper-targeting our audience
31
Goals
4
Core strategies and activities
32
Leisure market
36
Hunt fish market
40
Research and Data Management Audience overview
6
Francophone tourism
47
Visitor profile
11
Indigenous tourism
50
Target Markets
14
Northern tourism
54
Travel trade
57
Travel media
63
Lead Brand & Market Positioning Canada’s Heart is Calling
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About Travel Manitoba Travel Manitoba is the only public/private non-profit tourism marketing organization that provides a province-wide platform to promote Manitoba as a premier travel destination. Travel Manitoba is a Crown corporation whose role is to provide leadership by collaborating with tourism businesses, communities, destination marketing organizations and governments to realize the full potential for tourism in Manitoba.
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Vision
Manitoba is a must-visit four-season destination generating sustainable
Targets
• Recover to the 2019 annual tourism expenditure level of $1.6 billion by 2024
economic growth by delivering inspiring
• Achieve $2.5 billion in annual tourism
and authentic experiences in its unique
expenditures by 2030 (50% growth)
urban, rural and wild settings.
Mission
Goals
of tourism’s contribution to the provincial
2. Advance Destination Management
economy and will stimulate long-term
3. Foster Collaboration and Build Support
Travel Manitoba will support the recovery
growth by leading the marketing of
1. Lead Brand and Market Positioning
for Tourism
Manitoba as a tourism destination and by fostering a competitive and sustainable tourism industry.
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PHOTO BY LIZ TRAN
Research and Data Management
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Audience Overview Travel Manitoba focuses on key audience segments to grow visitation that generates economic impact for the Province. LEISURE TRAVEL
HUNTERS/ANGLERS
TRAVEL TRADE
Leisure travellers are visitors who
Hunters and Anglers are visitors who
Tour operators/receptive operators
stay in Manitoba for the main
travel for the specific purpose of
sell travel packages to consumers
purpose of entertainment, vacation,
hunting and/or fishing adventures.
through their distribution networks.
recreation and relaxation. TRAVEL MEDIA
LOCAL COMMUNITY
Travel media is made up of journalists,
Members and leaders of the
bloggers, content creators and
Manitoba tourism industry, along
influencers who promote their
with residents and key stakeholders.
experiences to their audiences.
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Manitoba’s ideal long-haul traveller They love our bucket-list outdoor experiences and the chance to share these transformative moments with people from around the world. They believe travel is the most enriching when it’s experienced with others.
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Manitoba’s ideal short-haul traveller They love to load up the kids, hit the open road and explore our quirky, specialty or Francophone experiences. They feel right at home in Manitoba, and if they don’t have friends and family here already, they will soon.
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Manitoba’s ideal local traveller On weekends, we love to venture beyond our backyard to have some fun and try something new. The pandemic inspired a real sense of pride in what our province has to offer. We brought good winter gear and stepped up for local tourism businesses. Let’s keep that pride alive.
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Manitoba’s ideal hunt-fish traveller They love our remote lodges, our wide variety of fish and waterfowl species, and the monsters they can pull out of 100,000 lakes. They’re hunting for a thrill – plus the exclusivity, status and bragging rights that come with landing one of our master anglers.
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2021 Visitor Profile During COVID, visitation and visitor spending fell dramatically, particularly for US and overseas travellers to Manitoba. Some sectors were particularly hard hit including fly-in fishing camps, Churchill operators, the arts and culture sector as well as Winnipeg’s meetings and conventions facilities.
Source: National Travel Survey and Visitor Travel Survey, Statistics Canada
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Gauging Recovery – 2021 Achieved 59% of 2019 Visitor Spending
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Manitoba Visitor Spending Forecast Manitoba is expected to return to 2019 visitor spending levels by 2023. International visitation and visitor spending will lag behind domestic recovery. Visitor spending in three scenarios Dollar values in millions
Source: Tourism Economics
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Target Markets Travel Manitoba’s efforts in international markets are aligned with Destination Canada’s strategy to target high value guests using new global partnerships, new media partners, tighter integration with airlines and high value trade partners. We benefit from the awareness that Destination Canada builds in international markets on behalf of the country and we leverage that awareness for markets of interest to Manitoba.
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Target Markets MANITOBA Manitobans are our largest market. Marketing initiatives that targeted Manitobans during the pandemic (such as the road trip guide) resonated well with Manitobans and led to increased travel. While Manitobans spend less per person than other domestic and international visitors, there is significant potential to increase spending and length of visit.
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Target Markets CANADA Other Canadian provinces represent Manitoba’s second largest tourism market. Historically, Ontario followed by Saskatchewan and Alberta have been the largest spenders in Manitoba. Close geographic proximity to north west Ontario and Saskatchewan makes these markets a priority. Draws include Winnipeg as the largest urban centre in the region as well as resort areas such Asessippi and Riding Mountain.
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Target Markets UNITED STATES The US’s close geographic proximity, affluence and awareness of Canada as a travel destination make it a key target market for Manitoba. Historically, the US has generated significant visitor spending for Manitoba with individual states contributing more than countries like Germany, Australia and the UK. Short haul markets such as Minnesota and North Dakota are particularly important along with long haul markets like California and Texas.
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Target Markets GERMANY Pre-pandemic, Germany was the 3rd largest outbound tourism market in the world followed by China and the US. German travellers have significant interest in visiting Canada and significant alignment with Manitoba tourism assets including viewing wildlife, hiking in nature and northern lights. With an average spend of over $1,700 per trip, German travellers spend more in Canada than any other European market.
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Target Markets UNITED KINGDOM Pre-pandemic, the United Kingdom was the 4th largest outbound tourism market in the world followed by China, the US and Germany. Tourists from the UK on average spend close to $1,500 in Canada per trip and stay around 12 nights. UK travellers are aligned with Manitoba’s tourism offerings including interests in northern lights, viewing wildlife and hiking in nature.
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PHOTO BY COPILOT COLLECTIVE
Target Markets AUSTRALIA Pre-pandemic, Australia was the sixth largest outbound tourism market in the world followed by China, US, Germany, UK and France. Australian tourists spend on average just over $2,400 per trip in Canada, staying an estimated 18 nights on average. Australian travellers are aligned with Manitoba’s tourism offerings including interests in northern lights, viewing wildlife and hiking in nature.
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Lead Brand & Market Positioning Travel Manitoba launched a refreshed brand in January 2023, building on the success of the Canada’s Heart… Beats brand. The evolved brand focuses on the feelings that we all get when we see or do something amazing or when we visit a place whether it’s new or familiar. With the tagline Canada’s Heart Is Calling, the brand builds on the success of the previous Canada’s Heart Beats, which redefined Manitoba in the eyes of visitors around the world.
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Canada’s Heart is Calling For full details on the brand refresh, visit www.manitobabrand.com
Brand Assets BRAND PLAYBOOK
COMMERCIAL SPOTS
A brand playbook and microsite house the brand story,
New commercial spots for broadcast and digital mediums
brand pillars, brand voice, brand identity and brand toolkit for
showcase Manitoba’s iconic experiences, featuring local
stakeholders.
Manitoba artists.
VISUAL IDENTITY
BRANDED MERCHANDISE
A refreshed visual identity includes new graphic elements,
A new merchandise line provides quality products to locals,
fonts and new corporate Travel Manitoba logo.
stakeholders and visitors. The online store is available at www.shoptravelmb.com.
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Integrated Sales & Marketing Activities
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Activities and Initiatives by Market LEGEND Leisure Hunt/Fish Francophone Indigenous Northern Travel Trade Travel Media
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Activities and Initiatives by Market LEGEND Leisure Hunt/Fish Francophone Indigenous Northern Travel Trade Travel Media
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Activities and Initiatives by Market LEGEND Leisure Hunt/Fish Francophone Indigenous Northern Travel Trade Travel Media
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Activities and Initiatives by Market LEGEND Leisure Hunt/Fish Francophone Indigenous Northern Travel Trade Travel Media
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Activities and Initiatives by Market LEGEND Leisure Hunt/Fish Francophone Indigenous Northern Travel Trade Travel Media
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Activities and Initiatives by Market LEGEND Leisure Hunt/Fish Francophone Indigenous Northern Travel Trade Travel Media
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Activities and Initiatives by Market LEGEND Leisure Hunt/Fish Francophone Indigenous Northern Travel Trade Travel Media
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Hyper-Targeting Our Audiences Utilizing Destination Canada’s Explorer Quotient and overlaying Environics Prizm platform allows for hyper-targeting audiences to move them through the funnel from inspiration to visitation. To clearly communicate with our traveller types, Travel Manitoba has developed a unique approach to categorizing the extensive travel experiences Manitoba offers. The analogy of “Boulders, Rocks, and Pebbles” provides a way of showcasing what we have to offer.
BOULDERS
ROCKS
PEBBLES
These are iconic experiences for
These are those “don’t miss”, interest-
These are singular experiences that
which visitors may come from
based groupings that may draw visitors
you might suggest a visitor see while
another country; the most unique or
from another province. This category
they’re here; those experiences
unexpected Manitoba experiences
brings together Pebbles into groupings
that may attract travellers who have
that help set our province apart;
of assets built around the specific
specific interests, but for the majority
stories that will spark a traveller’s
interests of our travellers. This helps
of travellers who come here for other
imagination.
us tell bigger, more powerful stories in
reasons, these tourism offerings add
which to attract our traveller types.
to their list of things to do.
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Core Strategies and Activities Digital Marketing Travel Manitoba will continue to invest in digital platforms and
SEARCH ENGINE OPTIMIZATION (SEO) AND
experiences as a key tactic in growing the tourism economy
SEARCH ENGINE MANAGEMENT (SEM)
in a post-COVID world. Digital resources will be leveraged
An ongoing SEO/SEM strategy will continue to position Travel
to push messaging to existing and new Manitoba leisure
Manitoba’s digital properties at the top of searches, build
audiences.
authority for search engines, and provide the most relevant
WEBSITE
content to answer questions.
The award-winning travelmanitoba.com website will continue
CROWDRIFF
to be enhanced and refreshed, with an emphasis on the user
Travel Manitoba’s digital asset management platform will
experience.
continue to capture and broadcast both owned and usergenerated content throughout its network.
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Core Strategies and Activities Digital Marketing TRIPADVISOR
EXPEDIA
TripAdvisor continues to lead the way with user-generated
Travel Manitoba will continue to partner with Expedia and its
reviews and trip planning.
destination promotion platform to secure airline flights and
GOOGLE MYBUSINESS Google continues to grow in the destination marketing space with tools such as Google Trends and Google My Business. BANDWANGO Leveraging the Bandwango platform, Travel Manitoba will continue to create curated experiences to drive traffic through the doors of local businesses.
hotel room bookings for Manitoba. This partnership will also tap into and leverage Destination Canada’s partnership for increased awareness, lead generation and content marketing opportunities. PARTNERSHIP OPPORTUNITIES Travel Manitoba will continue to offer innovative and collaborative partnership opportunities to elevate individual partners through Travel Manitoba’s digital strategies.
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Core Strategies and Activities Digital Marketing CONTENT CALENDAR
GIPHY
A comprehensive content calendar will continue to serve as a
Travel Manitoba will leverage its vast video content library to
hub for planning, inspiration and timely content delivery.
create engaging, relevant GIFs (graphic interchange format).
VISUAL ASSET COLLECTION
EXPLOREMB BLOG
Travel Manitoba will continue to collect and create new visual
As Manitoba’s premier blog for things to see and do,
assets with an emphasis on diversity, equity and inclusion.
ExploreMB will continue to create posts, partner promoted
VIDEO Travel Manitoba will continue to create professionally shot and organic video content to be promoted through its networks.
content, listicles, and unique stories to inspire and encourage travel. ENEWSLETTER Travel Manitoba will continue to distribute its eNewsletter and grow subscribers.
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Core Strategies and Activities Digital Marketing SOCIAL MEDIA STRATEGY Travel Manitoba’s social media strategy continues to evolve and guide content creation for its many social channels including Facebook, Instagram, TikTok, YouTube, Linkedin, Pinterest and Twitter. PARTNERSHIP OPPORTUNITIES Travel Manitoba will continue to offer innovative and collaborative partnership opportunities to elevate individual partners through Travel Manitoba’s content marketing strategies.
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Leisure Market Initiatives SEASONAL CAMPAIGNS Spring/Summer • Travel Manitoba will continue to promote the spring/summer season through a dynamic campaign featuring road trips, urban experiences, stunning stays, the north and Indigenous experiences. Fall/Winter • Travel Manitoba will continue to highlight Manitoba’s iconic polar bear and northern lights seasons, along with showcasing winter as a bucket list experience. Boulder Campaigns • Travel Manitoba will continue to develop a series of targeted niche campaigns to support broader campaign efforts and highlight must-see experiences in Manitoba.
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Leisure Market Initiatives PUBLICATIONS Inspiration Guide • Travel Manitoba will resume and relaunch the year-round Manitoba Inspiration Guide. Highly successful, this guide is a comprehensive overview of the province, leveraging stunning photography and experiential copy to lure travellers to book their trips. DIGITAL MARKETING Manitoba Explorer App • Building on the success of the Manitoba 150 app, the Manitoba Explorer app, launched fall 2022, will encourage visitors and locals to explore various regions throughout Manitoba.
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Leisure Market Initiatives CONTENT MARKETING Brand Collaborations • Travel Manitoba will continue to leverage greater engagement, reach and content creation through partnership with select brands, publishers and influencers. These collaborations will create and redistribute content both on their own channels and on Travel Manitoba’s channels. Podcast Strategy • New for 2023, Travel Manitoba will explore the possibility of a podcast strategy and series to promote Manitoba, tell engaging stories, elevate partners and grow audiences and subscribers.
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Leisure Market Initiatives CONTENT MARKETING Culinary Tourism/Agri-Tourism Strategy • New for 2023, Travel Manitoba will explore the possibility of a culinary tourism strategy to promote Manitoba’s growers, makers, and creators. Social Media Strategy • Travel Manitoba will continue to build on its comprehensive social media strategy with a focus on: – Instagram Reels – TikTok – YouTube shorts – Influencer content creation
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Hunt Fish Market Manitoba has long been recognized as one of the world’s preeminent destinations for American anglers and hunters as the province has some of the largest and most diverse species of fish anywhere on the planet and a vast landscape home to millions of waterfowl and game birds and seven big game and predator species. The hunting and fishing industry accounts for $480 million in economic impact and makes up a significant percentage of the tourism economy (pre-pandemic).
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Hunt Fish Market TARGET MARKETS Primary
Secondary
• Angling enthusiasts (middle-
• Women
aged men) • Past angling/hunting customers
• Families • New Canadians • Millennials
GEOGRAPHIC MARKETS Primary
Secondary
• Manitoba
• Michigan
• North Dakota
• Colorado
• Wisconsin
• Nebraska
• Minnesota • Illinois
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Hunt Fish Initiatives Travel Manitoba will continue to leverage the ‘Hunt Fish MB’ brand through a comprehensive multi-channel experience-based approach and will highlight iconic experiences that will increase visitation and contribute to the recovery of the hunt fish industry. SEASONAL CAMPAIGNS Prairie Angling Program • In partnership with Destination Canada and Tourism Saskatchewan, a comprehensive recovery campaign will target angling enthusiasts across key drive-in U.S. markets to inspire them to book a fishing trip to Manitoba or Saskatchewan. This three-year initiative launched in spring 2022 and will focus primarily on fly-in, drive-to and hard-water fishing.
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Hunt Fish Initiatives SEASONAL CAMPAIGNS Hard-water (Ice) Fishing • Manitoba’s ice-fishing season has an advantage of being slightly longer than many U.S. destinations, allowing visitors to extend their ice fishing experiences by coming up North. Travel Manitoba will continue to promote hard-water fishing through a mix of paid, earned and owned media strategies. Hunting Campaign • Hunting continues to be a sensitive topic among many audiences, and will be handled strategically with hyper-focused targeting and messaging. Travel Manitoba will continue to amplify and syndicate key content while reinforcing sustainable hunting practices.
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Hunt Fish Initiatives DIGITAL MARKETING The oldest master angler program in North America honours anglers who catch trophy-sized fish with certificates of achievement and a variety of badges. Travel Manitoba operates the program by collecting anglers’ submissions. Over 12,200 fish were caught and accepted through the program in 2022. MASTER HUNTER PROGRAM Built on the success of the Master Angler Program, the Master Hunter Program was launched in 2018 to celebrate the experience of hunting, while recognizing and rewarding successful hunts throughout one’s lifetime of hunting in Manitoba. Unlike other hunting award programs, the Manitoba Master Hunter Program is not based on a size or scoring basis.
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Hunt Fish Initiatives MASTER ANGLER PROGRAM Hard-water (Ice) Fishing • The HuntFishMB website will be rebuilt and relaunched in early 2023. The site continues to be the primary source of hunting and fishing information, housing a complete list of lodges, outfitters, as well as inspiration content, resources and more. Travel Manitoba will continue to invest in the website and build out more enhanced landing pages for use in angling campaigns. CONTENT MARKETING HuntFishMB Blog • The HuntFish MB blog is a valuable source of inspiration and attraction for avid hunters and anglers. Leveraging its created content, blog posts will be refreshed as new content. Travel Manitoba will continue to feature big catches, species health and variety, recipes and influencer content.
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Hunt Fish Initiatives CONTENT MARKETING Hunt/Fish eNewsletter • Travel Manitoba will restart its eNewsletter and grow subscribers, aiding in the collection of first-party data. The framework and content schedule will be refreshed to better reflect the interests of consumers, increase personalization, and leads to partners. Brand Collaborations • Travel Manitoba will continue to identify and collaborate with key brands with the goal to further solidify authority of the HuntFish MB brand and reach new audiences through thirdparty channels.
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Francophone Tourism Manitoba offers visitors unique historical and contemporary Francophone experiences, setting it apart from other destinations. Among these experiences are distinctive ways to experience Métis culture and heritage. These assets form an important strategic advantage, as identified in the Manitoba Francophone Tourism Strategy, and are defined as essential to solidify Manitoba’s distinctive market positioning, target audiences and tactics.
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Francophone Tourism TARGET MARKETS Primary
Secondary
• Cultural Explorers
• Free Spirits
• Authentic Experiencers GEOGRAPHIC MARKETS Primary • Manitoba • Québec
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Francophone Market Initiatives DIGITAL MARKETING Travel Manitoba will continue to invest in digital platforms and experiences to elevate francophone products and attract francophone audiences. Francophone Trail • Travel Manitoba will work with its francophone partners and Bandwango to develop a themed trail that can be marketed under its larger consumer marketing activities. CONTENT MARKETING Travel Manitoba will create a content marketing strategy in collaboration with CDEM and Tourisme Riel to create a regular cadence of francophone-featured content, translated content and more.
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Indigenous Tourism Manitoba is home to 63 First Nations communities and is the birthplace of the Métis Nation of Canada. The Manitoba Indigenous Tourism Strategy identifies Indigenous tourism experiences as an important part of visiting Manitoba and that these experiences have high potential to be recognized as iconic Canadian tourism products that capture the attention of visitors from around the world. Travel Manitoba collaborates with the Indigenous Tourism Association of Manitoba (ITM) for partnership and marketing.
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Francophone Tourism TARGET MARKETS Primary
Secondary
• Cultural Explorers
• Free Spirits
• Authentic Experiencers GEOGRAPHIC MARKETS Primary
Secondary
• Manitoba
• United States (Short-haul)
• Québec
• Germany • United Kingdom • Australia
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Indigenous Tourism Market Initiatives CONTENT MARKETING Travel Manitoba will create a content marketing strategy in collaboration with ITM to align efforts. Indigenous Content Creators • Travel Manitoba and ITM will develop an inventory of Indigenous content creators to support the development of authentic content. Video • Travel Manitoba will build upon its series of ‘Adventures to Understanding’ videos with new chapters featuring market-ready experiences. Videos will also be repurposed and used within Travel Manitoba’s leisure market campaigns and paid digital media.
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International Indigenous Tourism Conference Manitoba is hosting the International Indigenous Tourism Conference from March 8-10, 2023. The Indigenous Tourism Association of Canada organizes this annual event and it is anticipated to welcome 800 national and international delegates. Travel Manitoba’s media & influencer relations team and travel trade team are working with ITAC to host a pre-conference FAM to Manitoba for key accounts in media and travel trade. The four-day FAM will include Indigenous stories and experiences in Churchill, such as northern lights viewing, dogsledding, artisan talks and more.
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Northern Tourism Northern Manitoba is defined, for tourism purposes, to be the region of Manitoba north of the 53rd parallel. It is a vast territory comprising almost 60% of the land area of Manitoba. The natural assets of the region includes thousands of lakes, vast boreal forest, major tracts of Laurentian Shield, and an Arctic region bordering the Hudson Bay.
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PHOTO BY ANTHONY URSO
Northern Tourism TARGET MARKETS Primary
Secondary
• Cultural Explorers
• Free Spirits
• Authentic Experiencers GEOGRAPHIC MARKETS Primary
Secondary
• Manitoba
• Germany
• Québec
• United Kingdom
• United States (Short-haul)
• Australia
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Northern Market Initiatives Travel Manitoba will continue to promote the north through its leisure market and travel trade market activities. PUBLICATIONS Northern Lure • Two northern lure pieces will be created to promote iconic seasonal experiences in the North and distributed to targeted audiences. DIGITAL MARKETING Bandwango • Leveraging the Bandwango platform, Travel Manitoba will continue to create northern pass experiences to drive traffic through the doors of local businesses and be a hub for e-commerce.
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Travel Trade The travel trade sector provides a new customer base through distribution channels and promotion of Manitoba product. The majority of international business development and marketing efforts are through the travel trade. Travel Manitoba will align its market approach with Destination Canada. Travel Manitoba will continue to collaborate with Tourism Winnipeg and industry stakeholders to support sales activities and marketing programs to increase Manitoba products through travel trade. Travel Manitoba will also focus on building demand for northern lights as a third season in Churchill.
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PHOTO BY ERIC LINDBERG
Travel Trade TARGET MARKETS Primary
Secondary
• Tour operators, travel agents,
• Student/youth, affinity
travel planners, receptive tour
group planners, motorcoach
operators, product managers,
companies
incentive and corporate buyers, travel consortia GEOGRAPHIC MARKETS Primary
Secondary
• Canada
• Asia (via Canadian Inbound
• United States
receptive tour operators)
• Germany • United Kingdom • Australia
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Travel Trade Initiatives SALES & MARKETING ACTIVITIES Travel Manitoba’s sales activities include prospecting, in-person sales meetings, relationship building, familiarization (FAM) tours, and General Sales Agent marketing efforts. Travel Manitoba will continue to partner with Destination Canada to leverage resources. Winnipeg Tour Connection • Organized by Tourism Winnipeg, Winnipeg Tour Connection is a marketing consortium of more than 30 stakeholders providing a single identity for Winnipeg in the marketplace. Travel Manitoba will continue to be a strategic partner.
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PHOTO BY MARTIN GREGUS
Travel Trade Initiatives SALES & MARKETING ACTIVITIES Winnipeg Tour Connection • Travel Manitoba will identify key events to attend and meet with tour operators, product managers and trade to promote Manitoba product. FAM Trips • Travel Manitoba will work in conjunction with industry and Tourism Winnipeg where applicable to bring Tour operators, product managers and trade to Manitoba to showcase and experience Manitoban product. This opportunity is a crucial aspect of the selling cycle and these familiarization tours often form the basis for newly developed itineraries and lead to additional product being carried by operators and key accounts.
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PHOTO BY PARKS CANADA
Travel Trade Initiatives SPONSORSHIP Travel Manitoba will continue to invest in key sponsorships to elevate the Manitoba brand and provide unique opportunities to get in front of buyers. Rendez-vous Canada (RVC) • RVC continues to be Canada’s premier marketplace for the tourism industry. Hosted by Destination Canada and Tourism Industry Association of Canada, RVC brings buyers from across the globe. Travel Manitoba will continue to sponsor the luncheon event (May 2023) and promote Manitoba’s bucket-list, iconic experiences to this audience. Post-FAM tours will also be coordinated to host buyers in Manitoba.
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PHOTO BY THE ROYAL CANADIAN MINT
Travel Trade Initiatives SPONSORSHIP Student Youth Travel Association (SYTA) The SYTA Annual Conference showcases representatives from the global student and youth travel market and is the premier showcase in North America. SYTA is being held in Winnipeg, Manitoba in August 2023 and will be sponsored by Travel Manitoba and Tourism Winnipeg.
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PHOTO BY LIZ TRAN
Travel Media & Influencer Relations Travel media continues to be extremely valuable. Great travel writing can inspire audiences to venture from far-flung destinations and provide thousands of dollars in earned media. Travel media also provides third-party validation and highlights a destination’s experience through different channels and to new audiences.
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Travel Media TARGET MARKETS Primary
Secondary
• Traditional print, digital and
• Social media influencers
broadcast media
and independent content producers
GEOGRAPHIC MARKETS Primary
Secondary
• Canada
• Germany
• United States
• United Kingdom • Australia
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Travel Media Initiatives MEDIA ACTIVITIES Travel Manitoba’s travel media and influencer relations activities include prospecting, in-person meetings, relationship building, familiarization (FAM) tours, and GSA sales and media efforts. Travel Manitoba will continue to partner with Destination Canada to expand reach and leverage resources. Business Development • Travel Manitoba will identify key media marketplaces and events to promote Manitoba to travel journalists, bloggers, tv shows, travel influencers and content creators. FAM Trips/Media Trips • Travel Manitoba will continue to host travel media and influencers from its target markets on curated customized itineraries to encourage and create earned media articles and content.
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2023 T ravel Manitoba Marketing Plan